Integration and configuration of end-to-end analytics

Once everything you need for basic analytics is set up, it is important to ensure that information about all communications with clients is collected in the CRM system. Exclude any communications that are not reflected in your CRM so as not to lose important data. Integration and configuration of end-to-end analytics.

Creating a full-fledged end-to-end analytics is associated with combining all data sources – Yandex Metrica, call tracking, email and CRM – into a single system. This will allow you not only to evaluate current results for leads (and they are converted into sales far from uniformly), but also to adjust strategies for attracting clients based phone number library on final sales data.

Be patient in setting up correct analytics and do not rush to launch advertising campaigns without properly setting up tools and a clear understanding of the audience. This will help to avoid most typical mistakes and establish more efficient use of the advertising budget.

Let’s consider how to conduct an express analysis of advertising campaigns and what tools to use for this. Express analysis is a quick way to evaluate how effective your advertising campaigns are and what targeting requires attention.

Step-by-step process for express analysis of advertising campaigns

1. Prepare your tools. Sign up for a platform that provides automated analysis of advertising campaigns, such as Fair.BI. Start by adding data sources, such as Yandex Metrica and advertising accounts. The tools will automatically network marketing versus pyramid marketing collect all the necessary information, which will save you time and allow you to quickly begin analysis.

2. Selecting goals. Determine what you consider key metrics on two levels: leads and orders. For example, a lead might be a submitted application, while an order might be an actual sale. If you have end-to-end analytics set up, orders might include not only online purchases, but also actual transactions from your CRM, which will broaden your understanding of the customer journey.

3. Dashboard setup. In the platform, select the Performance Report template to automatically generate a report on your advertising. Fair BI allows you to customize the report so that it includes both direct conversions and assisted ones (when the advertising campaign played a role in the conversion chain, but was not the last one).

4. Campaign analysis. Express audit in mobile list Fair BI, for example, visualizes data in the form of a “traffic light”, which makes the analysis intuitive. Red campaigns signal a loss of budget, yellow ones indicate campaigns that pay off only due to associated conversions, green ones indicate those that bring profit, and black ones indicate campaigns that do not bring results at all.

5. Drill down into your analysis. Don’t stop at the big picture. Each campaign can be analyz  down to devices, demographics, and keywords. This will help you understand which specific elements aren’t performing as well as they should and need to be adjusted.

Example of real use

Let’s look at a hypothetical situation. You’ve discovered a problem area in your Yandex Direct campaign: one of the key user segments, women aged 18 to 24, is showing low conversion. Upon further analysis, you find out that this segment is receiving the majority of impressions with mobile-optimized ads. This may indicate that your mobile site is poorly adapted for this age group or that your product is not targeted at it.